简单的营销可以被描述为在适当的时间,以合适的价格在合适的地点提供合适的产品。管理大师强调市场营销的四个方面,通常被称为营销组合。这四个PS是产品、地点、价格和促销。营销组合是为成功的产品提供一个有效的营销计划的重要工具。这四个营销组合的PS有助于实现销售、利润和消费者满意度的业务目标。本文论述了德国阿尔迪连锁超市为营销策略,在英国。论文分为四个部分。第一部分给出了关于阿尔迪简史。第二部分论述了其在英国市场的地位。第三部分分析了在四ps的最后一部分对公司在英国市场的营销策略建议,未来增长的基础上,阿尔迪的营销策略。
Aldi have made great strides in entering the UK grocery market. Please analyse Aldi's current marketing strategy and provide recommendations for how Aldi can enhance their marketing strategy to gain a greater share of the UK Grocery Market.
Introduction 简介
Marketing in simple terms can be described as offering a right product at a right place at the right time and with a right price. The Management Gurus emphasise on the four Ps of marketing which are often called the marketing mix. These four Ps are Product, Place, Price and Promotion. Marketing mix is an important tool to make an efficient marketing plan for a successful product offering. These four Ps of marketing mix can help achieving the business targets of sales, profit and consumer satisfaction. The essay examines marketing strategies of a German supermarket chain named Aldi, in the UK. The paper is divided in to four sections. The first section gives a brief history about Aldi. The second section talks about its position in the UK market. The third section analyses the marketing strategy of Aldi on the basis of the four Ps. The last section gives recommendations on marketing strategies for the future growth of the company in UK market.
A brief history of Aldi
Aldi, one of the world's largest privately owned companies, is a grocery supermarket chain with a base in Germany. The name Aldi has come from the abbreviation of Albrecht (family name) Discount. The business started in 1913 with a food store in the town called Essen in Germany. By 1960s this family business was expanded to 300 stores in Germany and that is when the business was separated into two groups Aldi Nord (North) with a headquarter in Essen and Aldi Süd (South) with a headquarter in Mülheim an der Ruhr (Emsell, 2011). The business was separated over a disagreement on whether to sell cigarettes in the stores or not (Ruddick, 2012). These two organisations now operate independent to each other. On international levels, Aldi Nord operates in Portugal, Denmark, France, Belgium, Netherlands, Luxemburg, Spain, and Poland. Aldi Süd is functional in Ireland, United Kingdom, Hungary, Switzerland, Australia, Austria and Slovenia and United States of America with over 8000 stores in total (Aldi UK website, 2015).
Aldi in the United Kingdom
Taylor and Lee (2007) have stressed the adverse effects on the international buyer behaviour due to cultural disparities. KPMG (2014) states that the shopping culture in UK is associated with the quality and not necessarily with price. It further mentions that higher level of customer services is one of the main attributes of this culture. That is the reason why in spite of the dominance of the 'big four' -Tesco, Sainsbury's, ASDA and Morrison's - M&S and Waitrose have done huge investments in the grocery industry. However Aldi has not only managed to attract the customers in the UK by overcoming the hurdles but also has acquired a significant market share.
Table 1- Market share of Supermarkets in the UK in March, 2015
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According to Wallop (2008), Aldi pledged to open one store every week in the UK with a target of opening 1500 stores in the country. Currently there are 500 Aldi stores in the UK (Aldi UK Website, 2015). Aldi has made its position in the top nine superstores of the country among Tesco, Sainsbury's, Morrison's, ASDA, Waitrose, Lidl and Iceland. Aldi is now UK's sixth biggest grocery chain taking over Waitrose's market share (BBC, 2015).
The Marketing Strategies of Aldi
Aldi is a discount supermarket chain and so cost control is in the culture of the business. The model of Aldi's grocery retailing has remained unchanged since its initiation in Germany (